F1 expands Workday partnership

Multi-year extension sees solutions firm become a regional partner across EMEA.

F1 expands Workday partnership

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Formula One has renewed its partnership with Workday, with the company taking an expanded role as a regional partner for Europe, the Middle East, and Africa (EMEA), as well as receiving prominent branding across the series' European events this season.

Workday, which originally signed on as Formula One's regional finance and HR enterprise partner across the UK and Germany in 2021, will also benefit from the delivery of Workday content across the series' marketing channels.

In addition, as Formula One continues to identify ways to digitally accelerate, it has selected Workday’s Human Capital Management (HCM) to supercharge its internal business processes and harness the full power of its talent for a changing world.

The combination of this expanded sponsorship and selection of the Workday HCM system, underscores the existing synergies between Workday and Formula One, where access to real-time information, the agility to respond quickly, and the ability to make informed decisions under pressure are vital to success.

“In F1, our supremely talented group of people are what makes the sport the success it is, and that’s down to their ability to make quick, smart decisions in key moments,” said Brandon Snow, managing director, commercial at Formula One.

“It’s vital we are able to provide them with the premium service that Workday offer, whilst also showcasing what Workday can do to our engaged audience, whether that’s business-to-consumer or business-to-business.

“Our extended and expanded partnership will continue to see us use our unique platform to promote our shared values.”

Christine Cefalo, chief marketing officer at Workday, added: “At Workday, we understand that adaptability in real time is critical to organisational success – especially in this fast-paced environment.

“Our renewed and expanded partnership with F1 further underscores the ongoing importance of informed decision-making, not only in the racing world but for a changing world.”